Superloaf wins national Waitrose listing

Modern Baker Superloaf has secured a nationwide listing in 210 Waitrose stores, marking another major step for the brand’s nutrient-focused, high-fibre, gut-healthy wrapped bread.

Manufactured by Hovis under a brand licensing agreement, Superloaf incorporates fermented high-impact soluble fibres and fermented bioactive compounds into the UK’s most-eaten staple food, the sliced wrapped loaf.

‘There is a new shopper in the aisles, shaped by the UPF debate and actively seeking healthier, nutrition-focused products — but with the familiar, family friendly profile of standard wrapped bread. Superloaf is designed for this consumer,’ said Modern Baker co-founder Melissa Sharp.

Superloaf is already listed in M&S, Sainsbury’s and Ocado, as retailers respond to rising demand for healthy options in the wrapped bread aisle.